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01:26Our farm.
01:27It's a simple name,
01:29but one that carries the meaningful weight
01:31of being one of Qatar's leading
01:33agricultural and food production companies.
01:36In just 10 years,
01:38Maserati has become a vital contributor
01:41to Qatar's food security goals.
01:43When we first started,
01:45fresh poultry accounted for
01:48only 50% of the Qatarian market
01:51being produced here.
01:52We've taken that figure to almost 100%.
01:55We are a Qatari company
01:57that produces in Qatar
02:00for the Qatari market.
02:01And there's a saying we used to say
02:05and will continue to be saying.
02:07Our produce comes from the goodness of Qatar.
02:10So this gives a sense of belonging to this land.
02:14This gives a sense of nationalism
02:17for the company to have this name.
02:20After years of being Qatar's
02:22main supplier of whole and cut-up chicken,
02:25Maserati launched its free-range poultry division,
02:28including colored eggs,
02:29to target the high-end market.
02:32The free-range is considered
02:33a more premium product.
02:35It is a niche product
02:37that has its own target customers.
02:39In Qatar, we live in a society
02:42where everyone is health-conscious,
02:46where everyone strives to get as much benefit
02:50from the food they eat as possible.
02:52Other than poultry,
02:54Maserati considers its animal feed unit
02:56and dairy unit
02:57as its two other main business pillars.
03:00The firm is Qatar's largest animal feed producer,
03:04boasting a 12-square-kilometer farm.
03:06Meanwhile, more than 4,500 Holstein cows
03:10form the backbone of the company's dairy farm.
03:16Several times a day,
03:18the cows go through what's called the milking parlor,
03:20where the work of producing fresh milk begins.
03:23As you can see,
03:24each cow is carefully milked
03:26using modern equipment
03:27where hygiene and animal welfare
03:29are at the heart of the process.
03:31It's here where tens of thousands of litres of milk
03:34is collected and prepared
03:36for its journey
03:37from this dairy farm
03:38to consumers all over Qatar.
03:42With the dairy production,
03:44our farm is located
03:46five kilometers from the potary farm
03:49on a 1.5-square-kilometer farm,
03:51producing almost 120 tons per day
03:53of dairy products.
03:54We've bought 250 cows from the US
03:59that will be arriving in early November.
04:04So we're always expanding our herd.
04:07This is the third year
04:10in which we have been importing cows
04:12to try to expand our production
04:15faster and faster.
04:17All of Maserati's eight factories
04:19operate through a fully integrated system
04:22which controls every phase
04:24of food production
04:25from farm to table.
04:26It also targets
04:28a zero-waste production cycle,
04:30recycling all agricultural waste on site,
04:33the first in Qatar to do so.
04:35We've put in a sustainability initiative
04:38which was to have all the external lightings
04:41on the farms using solar power.
04:44We've reused the water
04:46that is used in the butchery operations,
04:51taking to a treatment facility
04:53and then used for the irrigation
04:54of our farms.
04:56With the manure left over
04:57from the cows and chickens,
04:59it's also taken to its own facility
05:01to be treated and used for farming.
05:05Maserati's 10 years of operations
05:06have been challenged
05:08by what Saad calls ups and downs.
05:10But the firm hasn't let crises
05:12affect the products
05:13from reaching customers who need them.
05:15With every challenge
05:17and with every problem
05:18that gets into our way,
05:19we restructure our way of operation
05:24in order to avoid
05:25these kinds of disruptions.
05:26So we've invested in a very large stock
05:30of all materials used for operations.
05:33As long as the farm is up and running,
05:37we have no problem
05:38with continuing the same quantities
05:41of production with the same quality
05:44and most importantly,
05:46maintaining our price of sale.
05:49Maserati has ambitions
05:50to sell its products abroad,
05:52but believes it still has a lot more
05:54to do in its home market.
05:56Still, the firm hopes
05:57the national brand stamp
05:59on the packaging of each of its products
06:01can soon reach Qataris living abroad too.
06:04We feel pride
06:06when we have the label
06:07made in Qatar
06:07and all of our products.
06:09We feel the sense of pride
06:10when we are contributing
06:12to one aspect of food security in Qatar.
06:14As a consumer,
06:15I always opt for getting
06:17Qatari produced products.
06:20This gives a sense of pride
06:22for the country
06:23and furthermore,
06:25this helps grow the economy,
06:27which indirectly turns back
06:29to me as a consumer.
06:33Whether it's to fill a gap
06:35in the market
06:36or a novel idea,
06:37successful enterprise
06:38often begins with a founder
06:40who dares to dream.
06:42For one entrepreneur,
06:43that dream was born
06:45from wanting to eat cleaner.
06:50Rami is touching everybody's lives
06:52here in the country
06:53through one way or another.
06:55And we've been part
06:57of everybody's journey here
06:59for the last 16 years.
07:01I was teaching kids
07:02after school
07:03how to be healthy
07:04and physically
07:06and nutritionally.
07:08And we were looking
07:10at all the lunchboxes
07:11and the kids were talking
07:13about whether they ate fruits
07:15or vegetables during the day.
07:17And so that's where
07:18I recognized that there was
07:20a gap in need
07:21not only from the children
07:24point of view,
07:25but also from the adult
07:26point of view.
07:28The concept of cold press
07:30was not in the market.
07:31So when I brought
07:33the technology here,
07:35I also had to work
07:36with the ministry
07:37and the government
07:38to help educate
07:39on what this technology does.
07:42Prometally started
07:43with six signature juices
07:44and then we grew
07:46our products
07:47not only from cold press juices,
07:48but also for fresh cut fruits,
07:51ready to eat meals,
07:53frozen products,
07:55even bakeries
07:57and snacks
07:57and sweets
07:59and treats.
08:00And now we grew
08:01into 500 different products.
08:03We actually distribute
08:04to over 490
08:06corporates
08:07and institutions
08:08all over the country.
08:11Some of the bigger brands,
08:13for example,
08:14is Qatar Airways.
08:15They've been a great support
08:15to us.
08:16We have multiple brands
08:17that sit under
08:18the House of Raw Middle East
08:19and one of those brands
08:21is called Nosh Cravings.
08:22Nosh Cravings, again,
08:24falls into that ethos
08:25of what we're trying to do,
08:26which is convenience
08:27and easy,
08:28accessible food.
08:30A lot of people
08:30are shocked
08:31that it's plant-based
08:32and that's kind of
08:34what we wanted to deliver.
08:36My parents, actually,
08:37they have entrepreneurial
08:38spirits and heart.
08:40They really instilled in us
08:42to be independent,
08:43to be able to build
08:46or create value
08:48that you can rely on.
08:50And they also told us
08:51that anything's possible.
08:53So that never stops us
08:55from being able
08:56to dream big.
08:57If I can impact
08:58one person's life,
09:00that that was key for me.
09:03And being able
09:04to even make someone
09:05and help someone
09:06feel better,
09:07that really warms my heart.
09:10It's been the highlight
09:11of my career
09:12and my life
09:12to actually meet
09:13Her Highness Sheikha Mosa
09:15during the HSC Gala event
09:18and where I was able
09:19to introduce
09:20Raw Middle East.
09:22And when she put her hand
09:24on my shoulder,
09:25it really felt comforting
09:27because she also
09:28was very encouraging
09:29to say good luck
09:30and it really gave me
09:32kind of the motivation
09:34to keep going.
09:35The Qatari Made brand
09:36is more than simply
09:38where it's made.
09:39It's actually about
09:40developing it,
09:41scaling it,
09:42and distributing it
09:43from here in Qatar.
09:44We should be able
09:45to be competing
09:46with international brands
09:47and we can
09:49because we have
09:50all of the tools
09:51and equipment
09:52to make it happen
09:53and also the level
09:54of quality
09:55and the scalability.
09:58What's next
09:59is actually
10:00exporting regionally
10:02and really that's
10:03our main priority
10:04right now
10:05is to scale it
10:06beyond Qatar.
10:08One of the biggest
10:09ways the country
10:10is building
10:10the Made in Qatar brand
10:11is through investments
10:13from supporting
10:14impactful initiatives
10:15abroad
10:15to attracting
10:16businesses
10:17to set up shop
10:18in Qatar.
10:19We need one company
10:21that's helping
10:21the country build
10:22its first
10:23electric vehicle factory.
10:27We are always
10:29looking for having
10:31a diversified portfolio
10:33so we realize
10:34that Qatar needs
10:36to have
10:36Made in Qatar products
10:38and it has to be unique.
10:40So we decided
10:41to establish
10:42the first EV factory
10:43in Qatar
10:44in partnership
10:45with what company?
10:47Of course,
10:48investments
10:49must create
10:50financial returns
10:51but for us
10:52it should also
10:53create positive
10:54economic impact.
10:56We look for
10:57projects
10:57that can
10:58create jobs
10:59introduce new
11:01technology
11:01improve infrastructure
11:03and support
11:04local industries.
11:07That's the idea
11:08behind JTA.
11:09We don't want
11:10to be an investor.
11:11We want
11:12to be
11:12long-term
11:13strategic partner.
11:15We are proud
11:15is a
11:16Qatari company
11:17with headquarters
11:18in Doha.
11:20We are already
11:21working toward
11:22unique projects
11:23in sport
11:24infrastructure
11:25and tourism
11:26which we believe
11:28can create
11:29strong international
11:30connections
11:31and further
11:32support
11:32Qatar-positive
11:34image globally.
11:37From dairy
11:38and poultry
11:39products
11:39to boosting
11:40the EV industry
11:41and starting
11:42a plant-based
11:43food movement,
11:44Qatar has been
11:45building a reputable
11:46national brand
11:46one that is rooted
11:48in its economic value
11:49but measured
11:50by its impact
11:51on the market.
11:52That's all the time
11:52we have for now.
11:53Thanks for watching
11:54Qatar In Motion
11:55and see you next time.
11:56to see you next time.
11:57Thank you.
11:57Thank you.
11:57Thank you.
11:59Thank you.
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